A warm, sunny welcome
The sun is shining beautifully here in Winnipeg, and we're taking a minute today to enjoy the glow from the windows, and use that warm feeling to welcome a new face to the Fusion office.
Audrey Neale has come on board this week as our new Advertising Copywriter and Social Media Strategist, and we couldn't be more excited to have her here. She's taken on her first few projects with enthusiasm and a fresh perspective, and we can tell already that she's going to be a great addition to our team – as well as a lot of fun to have around.
Audrey's no stranger to social media – she founded GoWpg, an impressive college project turned local online touch-point, that sets out to "draw the attention of hip, young city dwellers who love to go out and enjoy Winnipeg." The website, Twitter feed, Instagram account, and Facebook page all do a fabulous job of showing a side of Winnipeg that is slowly becoming less well-kept-secret and more well-known-source-of-pride. Winnipeg shines in the spotlight that GoWpg points at it, and Audrey's work on conceptualizing, writing, posting, and promoting, impressed us in more ways than one. Be sure to follow GoWpg on your platform(s) of choice, and prepare to catch Winnipeg-fever.
We've also had the pleasure of seeing her smart, insightful copywriting in action, and know she will bring a huge amount of value to both sides of her new role.
I'm super pleased to have Audrey round our Creative Team, and am excited to see everything she brings to the table. Welcome to Fusion, Audrey! We can't wait to see you shine.
As the World Cup goes into a lull until the quarter finals, I thought I would explore what FIFA has done to make a soccer (or “futbol”) tournament the most popular event in the world. With more mentions and hashtags than the Sochi Olympics, the Oscars and the Superbowl combined; the World Cup has taken over social media.
If you’re not already checking into one of the numerous social ‘hubs’ on Twitter, Mashable, TSN or FIFA, then you’ve already noticed the oh-so-clever, daily, Google ‘doodles’.
For the lucky ones who get to watch at work, home or at local restaurants, you get to see the creative commercials which sponsors have spent billions on. Yes, billions, and it’s for good reason.
For example, ESPN online had a record breaking 1.7 million concurrent viewers during the USA vs. Germany match. Along with that, the first two weeks garnered over 300 million tweets. Using the #WorldCup hashtag, along with fans cheering for their favourite countries (#BRA, #MEX, #GER, etc.), it made it easier for advertisers to target their audience.
As a matter of fact, 75% of viewers are also engaging on social media while watching the match. Analytics company, Sysomos, actually created a global hashtag tracker to show which countries are talking about #WorldCup the most.
So what country are you cheering for? I'll be cheering on whichever team Morris is rooting for.
Mobile Advertising Growth Monopolized
Mobile seems to be the place that we’re all headed. And Facebook is the place where much of that growth is being captured.
I keep hearing and reading about the fall of Facebook, and of the youth leaving in scores, but they are seeing the greatest increases in market share in mobile advertising. They are not the leader, but they lead in year on year growth since 2012 after having almost no mobile ad revenue in 2011. Facebook has risen from a 5.4% share in 2012 to 21.7% in 2014. Meanwhile, Google dropped almost six points.
Globally, the mobile advertising industry has more than tripled in two years to cross over $30 billion in 2014 (up from $18 billion last year) — a huge industry, but nothing like TV at almost $200 billion and print at $110 billion (Mashable).
As broadband becomes cheaper and as we untether from our wired home and office computers, mobile will become our screen of choice. You can already watch a lot of TV and listen to most radio stations on mobile, and we’re much more excited when a new mobile device is launched than we are a new computer, TV or music player. With Apple’s impending release of IOS 8, opening up a variety of new health tracking opportunities and home management abilities, we’re not very likely to slow down on our consumption of mobile.
The annual Open House portfolio show for graduating graphic design students happens this week at Red River College.
For the past few months I’ve been meeting weekly with a young talent named Andrea Tria, serving as a mentor while she completed her studies in advanced graphic design. My role has mostly been sounding board and confidence builder. The day we first sat down to meet it was clear to me that her ability to ideate and the skills to expertly execute those ideas were already firmly in place.
The winner of The Terry Kuzina Memorial Student Award for Graphic Design in 2013, Andrea is a deep thinker, great with words, and is an extremely hard worker. She especially loves paper, publications and typography but is equally strong in print, video and new media. I think she has a bright future in advertising and design.
Here’s a sampling of her work. If you can’t make it down to the RRC Princess Street campus on May 8th (4:30-8:30pm) her complete portfolio can be seen at andreatria.com (though it’s definitely worth seeing the entire Open House show in person).
And while on the topic of futures in graphic design…congratulations go out to Abra West, the 2014 winner of The Terry Kuzina Memorial Student Award for Graphic Design (terrykuzina.com). Abra, pictured below between Theresa and Debbie Kuzina, received her award during a ceremony at Red River College on April 23rd. We’re looking forward to seeing where the next school year takes Abra and her portfolio.
Facebook's Declining Page Reach
Analysis done by Social@Ogilvy on more than 100 brand Facebook pages
Facebook announced almost a month ago that it was further reducing the organic reach of Page posts to only 1% – 2%. The decline started a few months ago, when it made an algorithm change to its News Feed, impacting what users saw. Pages immediately felt the effects, as organic reach per post suddenly declined to approximately 6%. But to go even further to only 1% - 2% has many marketers mad, and wondering whether Facebook is the right medium to reach their audience.
As a Page admin for one of our clients, the change has been more than frustrating. We’ve worked hard with our client to grow their Facebook page, and worked hard to develop content relevant to our audience. And it hasn’t all been done for free – our client is no stranger to sponsoring posts and buying ad space on Facebook.
Users have actively chosen to engage with our client’s brand by Liking their Facebook page. They want to know what’s going on and want to dialogue with our client’s brand. So what now? I’ve been reading plenty of articles, researching, and doing a lot of trial and error to figure out how to engage our audience again. But time will tell what works and what doesn’t!